The Effect of Organizational Resources, Organizational Capabilities, and Learning Orientation on Marketing Mix in Yazd Hospitals

The most prominent features of the current world include globalization of the economy, mass production, excess capacity for production lines of the factories and industries in most markets, intensive competition, massive information, and inefficiencies in communications. These all represent formation of the global markets for all national and regional companies, complexity of markets, and the dynamics of this competitive environment. The purpose of this study was to investigate the effect of organizational resources, organizational capabilities, and learning orientation on the marketing mix in hospitals of Yazd. This was a descriptive research conducted in 2014. Leonidou et al.'s questionnaire was conducted to study the organizational resources and capabilities. In order to investigate the learning orientation variable, a questionnaire was adopted from a research by Yuan et al. (2013). Moreover, to study the marketing mix variable, the questionnaire from the study conducted by Yaghoobi et al. (2011) was adopted.  The random sampling method was used and 313 eligible hospital staffs were selected. Data analysis was performed using SPSS18. The relationship between variables and factors were confirmed using confirmatory factor analysis and structural equation modeling techniques using Lisrel 8.72 software. The first hypothesis revealed a significant relationship between organizational resources and marketing mix, the second hypothesis confirmed a relationship between organizational capabilities and marketing mix, and the third hypothesis showed the effect of learning orientation on the marketing mix, which was confirmed by hypotheses 1 and 3. Hospital managers should focus on the internal environment of the hospital and identify strengths of the hospital to select the most appropriate strategic options for allocating and distributing resources and capabilities. The potential of human resources, as institutional capital in the health care industry, should be strengthen and developed by managers.